{"id":"https://openalex.org/W2186950651","doi":null,"title":"MANAGING THE CREATIVE EFFORT: PRE-PRODUCTION AND POST-PRODUCTION MEASURES OF EMOTIONAL RESPONSE 1","display_name":"MANAGING THE CREATIVE EFFORT: PRE-PRODUCTION AND POST-PRODUCTION MEASURES OF EMOTIONAL RESPONSE 1","publication_year":1993,"publication_date":"1993-01-01","ids":{"openalex":"https://openalex.org/W2186950651","mag":"2186950651"},"language":"en","primary_location":{"id":"mag:2186950651","doi":null,"is_oa":false,"landing_page_url":"http://adsam.com/files/Managing%20Creative%20Effort.pdf","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5082097202","display_name":"Jon D. Morris","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Jon D. Morris","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5059768861","display_name":"Catherine Waine","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Catherine Waine","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":3.0969,"has_fulltext":false,"cited_by_count":15,"citation_normalized_percentile":{"value":0.90553306,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":96},"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.7592999935150146,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.7592999935150146,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13496","display_name":"Advertising and Communication Studies","score":0.12600000202655792,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.01119999960064888,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/emotional-responses-to-advertising","display_name":"emotional response to advertising","score":0.8330000042915344},{"id":"https://openalex.org/keywords/creative-process","display_name":"creative process","score":0.48500001430511475},{"id":"https://openalex.org/keywords/advertising-effectiveness","display_name":"advertising effectiveness","score":0.31700000166893005},{"id":"https://openalex.org/keywords/copy-testing","display_name":"copy testing","score":0.6060000061988831}],"concepts":[{"id":"https://openalex.org/C2778348673","wikidata":"https://www.wikidata.org/wiki/Q739302","display_name":"Production (economics)","level":2,"score":0.7631629109382629},{"id":"https://openalex.org/C2780598303","wikidata":"https://www.wikidata.org/wiki/Q65921492","display_name":"Flexibility (engineering)","level":2,"score":0.7247874736785889},{"id":"https://openalex.org/C127576917","wikidata":"https://www.wikidata.org/wiki/Q624630","display_name":"Competitor analysis","level":2,"score":0.7018815279006958},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.5453284978866577},{"id":"https://openalex.org/C2777267654","wikidata":"https://www.wikidata.org/wiki/Q3519023","display_name":"Test (biology)","level":2,"score":0.4993288516998291},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4426383972167969},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.42894247174263},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.2322009801864624},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.22210180759429932},{"id":"https://openalex.org/C187736073","wikidata":"https://www.wikidata.org/wiki/Q2920921","display_name":"Management","level":1,"score":0.13172698020935059},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.08262383937835693},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"mag:2186950651","doi":null,"is_oa":false,"landing_page_url":"http://adsam.com/files/Managing%20Creative%20Effort.pdf","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":30,"referenced_works":["https://openalex.org/W562299368","https://openalex.org/W593940447","https://openalex.org/W624184069","https://openalex.org/W1777859530","https://openalex.org/W1971449933","https://openalex.org/W1973873019","https://openalex.org/W1987364024","https://openalex.org/W2000172413","https://openalex.org/W2000186419","https://openalex.org/W2000802562","https://openalex.org/W2003653478","https://openalex.org/W2010246904","https://openalex.org/W2032256380","https://openalex.org/W2042276900","https://openalex.org/W2049023573","https://openalex.org/W2057482827","https://openalex.org/W2058468264","https://openalex.org/W2059631616","https://openalex.org/W2067645229","https://openalex.org/W2069736034","https://openalex.org/W2083643683","https://openalex.org/W2087381345","https://openalex.org/W2129186114","https://openalex.org/W2137409775","https://openalex.org/W2281488167","https://openalex.org/W2326996902","https://openalex.org/W2335022228","https://openalex.org/W2500521991","https://openalex.org/W2891320507","https://openalex.org/W3190740751"],"related_works":["https://openalex.org/W2594496087","https://openalex.org/W2905561276","https://openalex.org/W2291663305","https://openalex.org/W2316784273","https://openalex.org/W584310871","https://openalex.org/W276347511","https://openalex.org/W2297192603","https://openalex.org/W7213445119","https://openalex.org/W2414270343","https://openalex.org/W185125263"],"abstract_inverted_index":{"Although":[0],"consumer":[1],"research":[2,132,143],"began":[3],"focusing":[4],"on":[5,93,172],"emotional":[6,44,59,155],"response":[7],"to":[8,42,46,57,63,84,98,137,151],"advertising":[9,66],"during":[10],"the":[11,36,51,65,82,96,138,145,179],"1980\u2019s":[12],"(Goodstein,":[13],"Edell":[14],"&":[15,20,25,29,71,117,121,125,187],"Chapman":[16],"Moore,":[17],"1990;":[18],"Burke":[19],"Edell,":[21],"1989;":[22],"Aaker,":[23],"Stayman":[24],"Vezina,":[26],"1988;":[27],"Holbrook":[28],"Batra,":[30],"1986),":[31],"few":[32],"studies":[33],"have":[34,161],"examined":[35],"possibility":[37],"of":[38,53,77,103,130,141,147,154,169],"using":[39,178],"preproduction":[40,54,79],"measurements":[41],"predict":[43],"responses":[45,60],"finished":[47,173],"commercials.":[48],"Research":[49],"exploring":[50],"ability":[52,83,97],"stage":[55],"executions":[56,80],"evoke":[58],"is":[61,133],"needed":[62],"advance":[64],"copy":[67,142,164],"development":[68],"systems":[69],"(Shimp":[70],"Gresham,":[72],"1983).":[73],"Major":[74],"practical":[75],"benefits":[76],"testing":[78,165],"include":[81],"evaluate":[85],"and":[86,91,106,108,144,149,159,177],"revise":[87],"before":[88],"spending":[89],"time":[90],"money":[92],"final":[94],"production;":[95],"economically":[99],"test":[100],"a":[101,167],"number":[102],"different":[104],"strategies":[105],"executions;":[107],"more":[109],"flexibility":[110],"for":[111,192],"decision":[112,184],"making":[113],"(Whitton,":[114],"1985;":[115],"Lipstein":[116],"Neelankavil,":[118],"1982;":[119],"Schlinger":[120],"Green,":[122],"1980;":[123],"Brown":[124],"Gatty,":[126],"1967).":[127],"The":[128],"lack":[129,146],"pre-production":[131],"due":[134],"in":[135],"part":[136],"post-production":[139],"orientation":[140],"reliable,":[148],"simple":[150],"administer":[152],"measures":[153],"response.":[156],"Advertising":[157],"researchers":[158],"practitioners":[160],"traditionally":[162],"viewed":[163],"as":[166,181],"method":[168],"posting":[170],"scores":[171,180],"ads":[174],"(Langhoff,":[175],"1955)":[176],"\u201cgo/no":[182],"go\u201d":[183],"makers":[185],"(Leckenby":[186],"Plummer,":[188],"1983)":[189],"or":[190],"benchmarks":[191],"performance":[193],"against":[194],"competitors\u2019":[195]},"counts_by_year":[{"year":2018,"cited_by_count":1},{"year":2017,"cited_by_count":1},{"year":2016,"cited_by_count":2},{"year":2015,"cited_by_count":2}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2016-06-24T00:00:00"}
